Selling your cool t-shirts on the internet requires an excellent digital marketing strategy. You will have to do everything from a good website and testimonials to your social media game being on point, and so on. If you do that, you’ll sell easily and with numbers. But when it comes to expensive products like an art piece or, say, a car, you need high-ticket digital marketing.
After all, as the price increases, it becomes difficult to convince the buyer to make the purchase decision. In other words, the higher your ticket price, the lower your chances of getting by with your regular marketing techniques. You need a different approach and get many things right in your strategy.
But before we delve into the success mantras for your high-ticket digital marketing strategy, let us take a closer look at the concept itself. As they say, you’ve got to know the rules of the game before you can master it, right?
So, without further ado, let’s dive in and get your high-ticket products up and selling!
What Is High Ticket Digital Marketing?
This form of digital marketing assists in selling products and services that are more (sometimes, much, much more) expensive than products sold regularly over the web. The strategies, tools, and techniques that brands and marketers use to sell such products and services comprise what is known as high-ticket digital marketing.
Here are a few examples to give you a clearer outlook on what kind of products we are talking about.
- Yachts and Private Jets
- Real Estate
- Designer fashion and jewelry
- Electronics like advanced audio devices or super-expensive cameras
- Consultancy or coaching services
- Huge machinery and equipment generally bought by businesses
Now, how does one decide when a product or service crosses the mark and turns into a high-ticket purchase? Relax, there’s no huge scale of categories with a million products on it. In fact, it is pretty simple to determine which product will come into this category.
Say the average price of products in a particular market lies around $80-$100. Now, if a brand launches a $600 product in the same market, it automatically becomes a high-end purchase. But this product is not a high-ticket purchase in a market where $600 is the average price.
Let’s look at some success mantras for successful high-ticket digital marketing.
Tips for Successful High-Ticket Digital Marketing
1. Work on Your Website
Your website is the base on which your skyscraper of digital marketing will stand. And with this form of marketing, too, you need to start with your website. First, make sure your website is easy to navigate and pleasant to the eye.
It is better to equip your website with an interactive chatbot for converting high-end clients. This way, you will engage with prospective customers in real time and provide them with suggestions based on their needs.
After all, chatbots today can handle 70% of all full conversations, answering most customer queries.
Furthermore, you should also look to boost conversion by analyzing visitors. Check the heat maps and extract surveys from site visitors, run A/B testing, and focus on converting them into your customers. Know what more you can do to engage better and interest your visitors and get right into it.
In fact, using testimonials or putting out detailed case studies can prove to be a crucial aspect of your high-ticket digital marketing strategy.
Tell the world how your product or services have positively changed people’s lives or a business’s operations. It might not instantly mean converting your visitors, but it goes a long way in building credibility with them.
2. Experience-Oriented Content
It is nearly impossible to explain how much of a cliché this is, but the content is the king. Yes, it still is. Even when you’re selling high-end jewelry or real estate, the content you put out either engages or disinterests a potential customer. And today, the content shift is heavily tilted towards the video format, with 78% of marketers saying video helps them boost sales.
So, when it comes to selling high-end products, what kind of video content should you focus on?
Well, it can be done through product demos or ‘how to use’ videos. Again, what you need to focus on in such content is the functionality of your product.
Moving on, you can also step into the metaverse if you want to give potential customers a more complete experience. For instance, you can give your prospects a virtual tour of the property if you're selling real estate. Or if it's the designer fashion you’re in, you can give your customers a virtual try-on option, too.
In a nutshell, whatever medium or format you choose, you need to create content that lays bare the true essence of your product’s utility. Like any other marketing technique, quality and engaging content is the backbone of your high-ticket digital marketing strategy.
3. Sale-Optimized Content
Wondering why we’re bringing up content again? Well, this content is a little different than the one we discussed in the previous point. The content you put out should also keep in mind your buyer persona. After all, you need to know the ideal customer to put up ideal numbers on the sales chart.
Furthermore, your content must also help your sales teams. For that, you will have to SEO optimize it in such a way that it attracts the right audience. Prepare a buyer persona and ensure your content aligns with that particular buyer's needs, challenges, and preferences.
Such content to back them up will give your sales team a better chance of bringing in conversions. And your potential customers will know exactly what solutions your brand is offering. After all, your sales superheroes also need a bit of help every once in a while.
4. Community Building
Today’s world is a strange one, to say the least. There are dedicated groups for everything from political ideologies to those who swoon over red pandas. For brands figuring out how to boss high-ticket digital marketing, this can be seen as an appealing window of opportunity.
Building an online community around your brand or the product or service you sell is a great way to make high ticket sales. And there are a lot of different platforms you can do this one. These include social media platforms like Facebook or other online forums.
But you must figure out where your target audience spends the most time. Do they keep scrolling reels on Instagram? Or are they more on Twitter? Or is it good old Facebook they still prefer? Know where your target buyers are before kicking off your community building.
After all, you cannot always reach customers and convince them. Post a certain period, you should strive to bring your buyers together. And you will see how the power of community helps you grow your business and take your sales numbers to the next level.
5. Partner up for Progress
Your brand already has a consumer base, right? But your brand’s reach must be limited to some extent. In simple words, there must be so many people who could use your products but are either unaware or not interested. How to reach these customers?
Well, affiliate marketing is one way of doing it. For instance, you can partner up with another business and cross-promote one another. Brands also choose to practice affiliate marketing in return for a sales commission. Anyways, the terms of the partnership can vary and depend on the brands collaborating.
With affiliate marketing, you reach the unaware and/or uninterested customer. In other words, you are expanding your audience. But there’s another way to take your brand to millions who didn’t know about it—influencer marketing.
You can partner up with celebrities or experts in your field. That must be based on that person’s reach and the amount of money you can spend. When it comes to high-ticket digital marketing, there is a reason why practically every brand does it. All you need to do is look at these numbers:
- Between 2016 to 2020, the influencer market grew from $1.7 billion to $9.7 billion.
- Businesses have reported earning five times return with influencer marketing, making more than $5 for every dollar spent.
- A whopping 61% of customers today trust recommendations from influencers.
- 60% of marketers believe influencer-generated content works better than branded content.
These numbers make it easy to understand how big influencer marketing is today. And when it comes to high-ticket digital marketing, it can help your brand earn the big bucks. Just be careful and reach out to relevant influencers for your target audience.
6. Value Your Existing Customers
Brands often make this mistake. In a bid to get new customers, they tend to overlook the existing ones. This mindset considers business a one-time transaction rather than a long-term relationship. You cannot afford to make the same mistake when selling expensive products.
First of all, your existing customers can become good advocates of your brand. They can get you referrals who will buy from you, expanding your base. But for that to happen, you must offer them more than just the product. You need good, all-round customer service to make this happen.
You can also offer an incentive to existing customers for referrals. For instance, give them 20% off on registering for your next webinar if they get a referral to your life coaching workshop.
You can also use your existing customers to cross-sell or upsell your products. Again, they are already your customers. So, they will look for more than what you offer to everybody. Make sure your pitch is crafted especially for them. This is one place where the discount or deal you’re offering can make a massive difference.
What Does the Future Hold?
We touched upon this topic earlier. But the way brands can interact with their customers has changed now. With virtual and augmented reality's arrival, the scope is insane. Brands that jump on such technology early will be able to provide a highly-immersive experience to potential customers.
For high-ticket digital marketing, the future looks bright. And we can say the same for customers, as well. The virtual will soon begin to mirror the real. Customers are given real-time product demos, and convenience is already set to shoot through the roof. But for brands, things will continue to get competitive.
Why? Because every brand that has the budget will jump in with the technology to woo the audience. Every real estate company’s website will have a ‘virtual tour’ option. Every clothing brand will offer a ‘virtual try-on.’ And every car company might show the audience how it feels sitting in their luxury sedan using audio-visual enhancements.
But getting things right is not a numbers game. With the right mix of creativity and a dedication to serving your customers, your brand will come up trumps. Having said that, you need to know the beast to kill it. So, keep an eye out for updates and happenings in the market. Stay informed and adapt to this ever-evolving world; high ticket sales will keep coming.
Some people believe the internet can’t really help sell expensive products. After all, who would get convinced to buy a costly art piece on a website? But what if they could get a virtual view of how that art piece would look in their room? That’s more than likely to convince them to buy that art piece.
And that’s what high-ticket digital marketing needs. It needs brands to offer more than a detailed outline of their product. When someone spends hundreds of dollars where they could’ve spent $50, they’d definitely need more than a text-based testimonial to be convinced.
These are some ways your brand can do it. Remember, your focus must be on standing out. Give them every reason to spend that extra money. There are online platforms where you can portray such a picture of your products.
We hope this article will prove to be helpful for you. It’s time to get to work and get your high-ticket digital marketing game right.
Christian has over ten years of experience in marketing agencies. Currently, he has been dedicating his time to a tech startup and also writing for major publications. He loves podcasts and reading to keep up with the latest trends in marketing.